16 April 2007

What not to do on the front page of the morning paper.

The Boston Globe is trying something new. The paper is giving advertisers the option of putting an advertising message on a Post-Its-like sticker that is affixed to the front page of the paper.

It's an interesting new medium that could be used in many creative ways. Too bad the company behind this morning's yellow stickie didn't have more imagination.

Today's Globe features a message from a car dealership, with the 'handwritten' directive to "Call Me!" It leaves unanswered the question, "Why should I?"

Nonetheless, I called the number. I got a recording that told me a representative would be on any moment and if I would please stay on the line after speaking with the representative so the recording could ask me some questions about the quality of my conversation with said representative.

Well, okay. Now I know what's in it for the dealer but I still don't have a darn clue as to why I should lift a finger.

Too bad the dealership didn't use the stickie to direct consumers to an online preview of next season's cars -- or a list of bargains from this year's line. Or the stickie could have offered consumers some sort of incentive to come in for a test drive. A discount on post-winter car servicing would have worked great. Heck, just about anything would have worked better than the actual promotion.